Guarda la presentazione di Ashley Benigno, Business Design Director di Fjord, all'Ecommerce Forum 2016.

1. THE ERA OF
LIVING SERVICES
• MILANO, 18 MAY 2016

2. LIVING SERVICES
ARE THE RESULT
OF TWO FORCES

3. THE DIGITISATION
OF EVERYTHING
+
LIQUID EXPECTATIONS

4. v2010s
LIVING
SERVICES
WE’VE COME A
LONG WAY

5. LIVING?
• They constantly learn more about our needs, intents,
preferences, and change in real time.
• They are very proximate to us in the environment- think
wearables and nearables.
• They will affect our lives in profound ways.

6. HOW WILL LIVING
SERVICES CHANGE
OUR LIVES?
• Automation of low maintenance decisions and actions
• Long term learning from what we do
• Powered by data and analytics
• Collected from sensor rich objects and interactions via
everyday services
• Think about environments not industries

7. OUR HOMES
OUR BODIES
OUR FAMILIES
OUR EDUCATION
OUR WORK
OUR TRANSPORT
OUR FINANCES
OUR SHOPPING

8. OUR HOMES
WHERE WILL WE EXPERIENCE THEM?
• Managing energy
• Ordering supplies
• Security
• Environment
• Entertainment
• Our diaries
• Location and status updates
• Budgeting
• The home will be a key battleground
Amazon Echo; Apple HomeKit; Nest

9. OUR BODIES
WHERE WILL WE EXPERIENCE THEM?
• Fitness and dietary advice
• Training
• Illness diagnostics
• Personal health diary
• Remote care for at risk people
• Trend to taking greater responsibility
Kiqplan; Withings; HAPIfork; Bellabeatt

10. OUR EDUCATION
WHERE WILL WE EXPERIENCE THEM?
• Tailored learning and career plans
• Real time monitoring of mood and alertness
• Automated recording of student presence
• Real time parental involvement
Duolingo; BeHere; Class Dojo

11. OUR WORK
WHERE WILL WE EXPERIENCE THEM?
• Coordinating travel arrangements
• Workload management
• Learning and reading recommendations
• Resource management
• Productivity suggestions
• Workplace health
• Decision making advice
• More autonomous workers
NeuroSky; TomTom Telematics

12. OUR TRANSPORT
WHERE WILL WE EXPERIENCE THEM?
• Journey management
• Maintenance reporting
• Dynamic insurance
• Roadside attractions and services
• Media and work communications
• Fuel/energy management
• Fluid aggregation of journeys
Blabla Car; Disneyland; Copenhagen Airport; Michelin; Volvo; ProRail

13. OUR FINANCES
WHERE WILL WE EXPERIENCE THEM?
• Timeline banking (past/present/future)
• Self checking statements
• Moving money made seamless
• Insurance reinvented as risk goes live
• Shopping decision making
• Investment advice
• Mortgage journey extended
• Predictive banking driven by data
Billguard ; Pocketsmith; 24Me; ApplePay

14. OUR SHOPPING
WHERE WILL WE EXPERIENCE THEM?
• Automated ordering
• Real time insight into consumers
• Budget advice
• Automated search and offer comparisons
• Augmented reality
• Part of a wider Living City system where data
predicts footfall
Amazon Dash; Adidas; Blippar; Burberry

15. WHY NOW?
WHERE WILL WE EXPERIENCE THEM?
• Growth of connected devices
• Sensors
• Network connectivity
• The cloud
• Big Data
• Evolution of UI
• Consumer expectations

16. HOW CAN BUSINESS ADDRESS
LIVING SERVICES?

17. KNOW
YOUR CUSTOMER
01

18. FLEX
YOUR TECHNOLOGY
02

19. DESIGN…
IN ORDER TO KNOW AND FLEX
03

20. BECAUSE THEY WILL BE
DESIGNED AROUND
INDIVIDUALS

21. HOW TO DO THIS?

22. CROSS
ORGANISATIONAL
CHANGE: LIVING
OPERATIONS?
If Living Services change in real time…
• Implication is that there needs to be concerted operation
changing behind them
• Radical shifts in organisational culture may be required
• Silos and efficiency for its own sake will yield to flexibility
• And higher local autonomy
• Evolution at customer speed
• Tackle complexity (touchpoints, sensors, data)
Google Cardboard

23. AIM FOR NOTHING
LESS THAN
TRANSFORMATIONAL
SERVICES
• Top down reconfiguration
• Driven by need to flex and know, growing fusion of roles – CMO
and CIO and rise of CXO
• Living Services enable transformation rather than just service, or
experience
• This is at the top of economic value

24. EMBRACE
CONTINUOUS
DESIGN AND DESIGN
RESEARCH
• Gear the business to constantly follow customer journeys
• Plan for frequent updates to user experience
• Understand your customers and anticipate their needs
• Bottom up reconfiguration too…
• Those tasked with design, build and product development will
need to fuse different skills with an understanding of data
management
• Build on trust: living brands
Withings Pulse

25. THE IMPACT ON DESIGN

26. DESIGN WITH DATA
IN MIND
THE IMPACT ON DESIGN
• User and context
• Capture granular behaviour
• Map the appropriate content in real time
• Aim to correctly anticipate intent
• Means that components need to be very granular too
• To be constructed into tailored responses
• Achieve continuous service change

27. DESIGN FOR HUMAN
BANDWIDTH
THE IMPACT ON DESIGN
• Bodies become controller and interface
• Children expect environments to be interactive
• As natural user interfaces grow (NUIs) consider the body as a
device
• What are the quickest and most reliable ways to
upload/download data?
• In changing context? Eg running, working, driving
• Seek to create digital habits based on physical routine

28. HUMAN TO
MACHINE BODY
LANGUAGE
THE IMPACT ON DESIGN
• Human to machine body language felt through
- gestures
- intent
- face speed
• Potential for gesture conflict
• Voice (and other) privacy concerns
Mercedes
Mercedes

29. THANK YOU
FJORDNET.COM @FJORD #LIVINGSERVICES